Metadata — information about all of the elements that make up a piece of video — is now competing to lead the industry into the future. It’s playing an increasingly powerful role in video, alongside the creative and finished product itself.

Every aspect of TV is undergoing a digital transformation, and content providers are struggling to keep pace. OTT, in particular, is causing teething pains as the complexities are ever increasing, from new devices, video formats, platforms, fleeting viewing behaviors, myriad of competing services, and the like.